January 21, 2010

TRACE AND DIGITAS GET PLAYFUL FOR GM!

Digitas Boston approached Trace Pictures to create a new kid crafted animated campaign promoting GMC's Terrain: a fuel efficient five passenger affordable crossover vehicle that has recently been released. “We started the design process by inviting a group of young kids to draw up images from their favorite road trips,” explains Justin Stephenson, Sr. Creative Director of Trace Pictures. "We received the most adorable pictures that could only come from a child's imagination.  Our designers then worked with the kid- crafted elements to create a multitude of fun scenes that we animated into one colorful and exciting road trip. You go from the cityscape, to the beach, to the zoo, to grandmas house, for ice cream ... and so on.  We purposely used very simple stop motion and 2D techniques to make the animation feel like it belonged in the kid's world.  The process was a blast as it's not every day you get pre-schoolers to do your initial designs!" says Stephenson. In addition to GM, Digitas and Trace have most recently collaborated on projects for XM Radio and Gillette.

To view the GMC Terrain animated spot, go here:
http://tracepictures.com/portfolio/digitas-gmc

For more info, contact Trisha Emerson, Executive Producer, Trace Pictures. mailto:trisha@tracepictures.com

Credits for GM Terrain “Kids”:
Trisha Emerson - Executive Producer
Justin Stephenson- Sr. Creative Director
Stacey O'Connor- Senior Producer
Paul Maifrini- Production Manager
Hector Herrera- Director/Lead Designer
Sheree Stephenson- Lead Designer/Illustrator
Emma Segal - Illustrator
Alex Krivoi - Animator/Compositor
Ryan Paterson - Animator/Compositor
Veronica Porfilio - Production Assistant

About TRACE PICTURES:
Trace is a design firm and a full service production company working in live action and all forms of animation. Most recent clients include Nickelodeon, Digitas, DDB NY, BOS, Tribal, Nicktoons, The Hive, Showtime, Cartoon Network, Versus, Leo Burnett, Strawberry Frog, National Geographic Channel, Worldways, Fox Sports Net, WE and many more.
To view Trace's current reel, click here:
http://tracepictures.com/reel

January 19, 2010

Trace and TVOkids in BRIEF magazine

Check out the new article on us in the latest Promax Brief Magazine featuring the recent rebrand we did for TVOKids.

November 18, 2009

TRACE BREAKS REEL GROUND

Trace Pictures recently completed a new reel. Big deal, right? But it IS a big deal. This reel is like no other: the unique approach reflects the new and changing advertising and broadcast industry.

"When we started Trace 8 years ago, our goal was to position ourselves as a one stop shop" states Trisha Emerson, Executive Producer of Trace. "But it was a hard sell to agencies as they were accustomed to the model of having many specialist companies work on their spots.  You had your director, production company, animation house, edit house, online and audio. The media landscape has changed dramatically and so have budgets. Agencies are now looking for companies like Trace who can handle all aspects of production. We have never been busier.

So back to the new reel…to showcase Trace's many talents and capabilities, the company had Sr. Creative Director, Justin Stephenson host the reel. Justin walks you through what it is Trace does and then shows examples of the work.

Stephenson explains "The real difference that we offer is that we leverage our experience and talent to develop creative that is not just compelling and unique, but strategic. We dig deep, do our homework, then measure our work carefully against the goals of the project. In short, because we do everything in house, we are able to make sure that all is aligned with the strategy”.

To view Trace's "hosted" reel, click here: http://www.tracepictures.com/reel

To view Trace’s selected spots reel, go here:

http://www.tracepictures.com/portfolio/trace-pictures-spots-reel

To view Trace’s interactive/web work click here:

http://www.tracepictures.com/portfolio/trace-pictures-interactive-reel

October 22, 2009

TRACE PICTURES REBRANDS TVOKIDS

TRACE recently completed the on-air rebrand for TVOKids.

Trace worked closely with TVOKids to create a 3D character based identity package that reflects their educational mandate with a playful and contemporary flair. Trace took the approach that TVOkids is about the interaction between the screen, kids and families - its not just about the high quality educational programming offered by TVOKids but also about the linear channel as a starting point for a range of activities.

"TVOKids caters to a variety of age groups" explains Justin Stephenson, Sr. Creative Director of Trace Pictures. "We essentially needed to create a series of interlinking brand stories between the pre-school block, the school-age block, TVOParents and the TVOKids umbrella brand. It was an exciting challenge and we're all thrilled with the end result."

"The time line was tight!" explains Executive Producer, Trisha Emerson. "We had just wrapped up our PBS Kids Sprout refresh before jumping on TVOKids.  For Sprout, we had a year to complete the full package, for TVOKids, we had about 10 weeks. It was a whirl wind but we're quite proud of it and everyone at TVOKids is excited with the new package".

To view the TVOKids on-air rebrand package, click the link below:

http://www.traceserver.com/dropbox/Presentations/TVOkids_Press/TVOkids_Press_Selects.mov

October 05, 2009

Trace Welcomes New Creative Director

Trace Pictures is thrilled to announce their new Creative Director, Hector Herrera. Hector has joined the ranks of Trace heading up the design and animation team.

Previously of Cuppa Coffee Animation and The Studio Upstairs, Hector moves to Trace with 9 years under his belt as CD. He has lead commercial and broadcast projects for such clients as Cartoon Network, Spike TV, BBC, JWT, CTV, TSN, FCB, CBC, Gospel Network ... to name a few.

Starting his career as a graphic designer, Hector has a passion for hands on design and mixed media approach. "I love combining multiple sources and techniques and I've always found Trace's work inspiring for this reason. They are open to doing crazy sh$@! What's really exciting for me though, is Trace's strategic approach to working. Their work is not only well executed but it's also well thought out."

Hector has also worked on the ad agency side as Art Director for agencies such as Leo Burnett and MacClaren McCann.

In his spare time, Hector is an instructor at The Ontario College of Art and Design (OCAD) in the illustration program, a competitive swimmer, a karate master, a conneseur of fine food and drink (tequila included), and a lover of all things musical. Welcome, Hector.